Event organiser Spielwarenmesse eG has issued an update on preparations for Licensing-X Germany, planned in close cooperation with Licensing International and set to take place from 5 to 7 October at the Nuremberg Exhibition Centre alongside the stationery expo Insights-X. The event aims to offer new programming and networking opportunities for the entire licensing industry, which continues to grow rapidly.
According to the Global Sizing Study by Licensing International, the worldwide retail revenue in licensed products and services amounted to 320 billion US dollars in 2021. In the German market alone, the sum adds up to 12.5 billion US dollars, an increase of 4.5% in comparison to the last study in 2019.
The strongest growth was registered by corporate brands, which grew disproportionately in the last year. This is due to the “cocooning” trend during the pandemic, whereby consumers fell back on familiar, trusted brands. The categories with the highest revenue are fashion and accessories, toys, video games, sports, entertainment electronics and foodstuffs.
Licensors, licensees and licensing agents, service providers and specialist retailers will all have the opportunity at the show to exploit the second largest European market, get to know its particularities and conclude new licensing deals. Currently, tried and tested properties dominated by blockbusters and famous characters from the preschool sector as well as innovative licenses from digital worlds are trending. These include NFTs, platforms such as YouTube, and streaming services. At Licensing-X Germany, the possibilities span much more than just the toy industry, offering the opportunity to reach new horizons with exciting business opportunities.
“Licensing-X Germany follows the long tradition of Licensing Market, which we have been organising for the licensing industry in the German-speaking area for over 20 years,” says Peter Hollo, who runs Licensing International in Germany. “After the pandemic continuously threw a spanner into its works, it was high time to replace an outdated hotel trade-fair format with a professional licensing trade fair. That is why Licensing-X Germany is not just a place for licensors alone, but rather the large overarching platform for all who offer services in the German-speaking licensing business.”
The event will be rounded off with an informative supporting programme. Licensing International will contribute with its own, already established formats such as the Licensing Awards and the Licensing University. Among the first confirmed speakers who will report on current industry topics are Prof Karl Peter Fischer, lecturer for applied management and digital marketing, and patent lawyer Christian Fortmann. Anika Scharlock, Global Relations Manager – Brand Protection at Amazon, is a keynote speaker. In addition, there will be a get-together with all participants of Insights-X on the first evening of the event.
Synergies and services
Parallel event Insights-X is the only independent specialist expo for the international stationery industry in Germany. It offers strong points of contact to the licensing business with its back-to-school category. Visitors will especially profit from the KombiTicket: at a price of 10 euros, it provides access to both expos for the entire duration and can be used as a ticket for local public transport. Opening hours are from 9 am to 6 pm on Wednesday and Thursday, and from 9 am to 5 pm on Friday. Ticket sales will begin on 27 July.
In summary, Spielwarenmesse eG’s Christian Ulrich says: “With Licensing-X Germany, we are expanding our portfolio into a rapidly growing market that is well-known to us and does business across various industries. We are doing everything we can to make the event the ‘place to be’ in the German-speaking area.”